For this project, I was tasked with developing the full digital marketing strategy for Marvilla Collection, a high-profile real estate development in Lisbon’s Marvila district. The goal was to build a strategic roadmap and content execution plan to support the project's digital launch and generate high-quality leads for the sales team.

This strategy was created to serve as both a tactical guidebook and a content engine, aligning multiple teams and collaborators around a unified marketing direction. The deliverable was designed to be flexible, actionable, and ready for implementation across channels and touchpoints.

The brief centered on delivering a complete go-to-market digital strategy aligned with the sales phase of the Marvilla Collection. My role was to consolidate ongoing brand, content, and development inputs into a streamlined plan to:

Define clear positioning and target audiences

Support media buying and campaign rollout

Coordinate messaging across paid, owned, and earned channels

Estimate digital budget and media mix

Present a clear structure to stakeholders and decision-makers

Working closely with the client’s development and sales teams, I designed a tailored Digital Marketing Plan that aligned with the product positioning, brand narrative, and go-to-market objectives.

The scope of the project included:

Key Product & Brand Insights

Buyer Profiles & Persona-Based Goals

Funnel Strategy & Conversion Pathways

Paid & Organic Channel Mix Definition

Estimated Budget Allocation by Channel

Preliminary Campaign Timeline

Collaboration Planning for Content Design & Execution

This strategy brought structure, clarity, and alignment to a fast-moving project involving multiple teams. It enabled leadership to confidently allocate resources, brief all involved team members, and prepare for campaign execution in line with the investment and sales timeline. The deliverables included the following modules:

Product positioning summary

Persona definitions

Funnel strategy & media mix

Digital channel and campaign proposals

Budget planning and schedule overview

Built in close collaboration with the sales and branding teams, the plan now serves as the central guide for all launch marketing and content planning across platforms.